Gaming competition sparks Lotterywest brand and marketing review

Camera IconLotterywest is looking to revamp is brand and marketing strategyPicture: Travis Anderson

Lotterywest says it is reviewing its brand and marketing as “aggressive” competition from competing gaming services puts its market share at risk.

The body has warned that slowing population growth and a sluggish local economy are likely to affect future revenue growth.

In its annual report to State Parliament, Lotterywest warned that reduced barriers to entry for online agencies had created many new competitors.

Lotterywest chief executive Susan Hunt said that in addition to a tight economic environment, the WA Lotteries Commission and other State lotteries were battling international companies conducting “syn-thetic” lotteries.

This year, Federal Parliament passed laws due to come into effect next year banning services such as those offered by the Gibraltar-based Lottoland, which allows punters to bet on the outcome of a lottery rather than buying a ticket.

Lottoland and other foreign providers have suggested they are working on ways of getting around the ban.

Despite the pressures, Lotterywest recorded a 3.4 per cent increase in ticket sales for the 2017-18 financial year, equating to sales of $855 million. Of that, $260 million was returned to the community in grants.

During the financial year a total of $463 million was paid to WA players in prize money.

The Lotterywest annual report makes no mention of the State Government’s decision last year to force out the boss of Lotterywest, Paul Andrew.

Premier Mark McGowan has previously refused to comment on suggestions he had clashed with Mr Andrew as to where Lotterywest grants should be allocated.

Mr Andrew was paid out $339,000, with that figure recorded in the annual report.

Ms Hunt said Lotterywest and government advocacy group Healthway would continue to seek “synergies” as a result of the merger of the two grants bodies ordered after Labor came to power.

Lotterywest also said it was working closely with Lotterywest retailers. Newsagents were in revolt after the commission imposed a new signage fit-out on retailers as part of a “retail transformation project”.